The Novel Food ShakedownHow a mushroom eaten for 1,000 years got pulled off NZ shelves in 2024.CPG · 7 Jun 2026 · 12 min read
The Cure Sold as a HabitZyn Built a $16 Billion Business Out of a Loophole. Lucy Built a Brand Out of a Pharmacy Aisle.CPG · 29 May 2026 · 12 min read
McKinsey Told You Disruptors Are Winning CPG. PepsiCo Just Showed You Why.Five archetypes of disruption. Six defining traits of disruptor brands. Zero mention of what it means to disrupt. CPG · 14 Apr 2026 · 11 min read
The $114 Billion Gut FeelingPepsiCo just paid $1.95 billion for fizzy water with fibre in it. The three way cage match between Coke, Pepsi, and a guy who blew $300K on his first failed soda brand. The gut is big business.CPG · 9 Apr 2026 · 18 min read